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Most businesses are either a High Trust or a Low Trust type of business.
High Trust businesses are those businesses where your prospects and customers feel the need to trust the business, business brand or the spokesperson for the business before transacting. Examples include any business where the product or service is higher priced, based on expertise, might make the customer uncomfortable, or needs to meet a specific need or quality objective.
Low Trust businesses are those businesses where your prospects and customers feel that your product or service is a commodity and they don’t really care where they buy from, as long as they get a good price, fast delivery, or whatever it is they need in the moment.
Depending on whether you have a High Trust or a Low Trust business impacts your marketing strategy.
High Trust businesses need to find ways to bring people back to their website multiple times to increase trust. Low Trust businesses need to convert users immediately.
Learn more about the differences and what we can see in the video here:
Irrespective of whether you have a High Trust or a Low Trust business, you still need a good conversion strategy!
Use your analytics to find out which camp you fall into so that you can take action.
If you have a Low Trust business you need solid and prominent Call To Actions and be prepared to deliver what the customer needs right now, though exceptional customer service, low prices and/or speedy delivery. If you have a High Trust business you’ll need to put thought into your customers’ conversion path to understand how they interact with you over time and how that ultimately results in sales.